Responsibilities of Marketing Managers in the FMCG Sector and the Usage of Marketing Data

Max Ralph Carle

Master's thesis

Exploration of Marketing Managers’ tasks, data usage, and their barriers/frustrations throughout

Abstract:

This Master’s Thesis explores the different organizational structures of companies depending on their size, the tasks of marketing managers, their data usage, the barriers or frustrations that come along, and potential solutions. Throughout the thesis, in-depth interviews with marketing specialists mentioned in the organizational structures were used for the practical data collection part. The results from the literature review were analyzed and compared to the in-depth interviews. The author realized throughout the interviews that the marketing managers have extremely similar tasks, whether developing a marketing campaign or finding solutions to barriers and frustrations. In other words, the smaller steps toward the end goal are the same. Marketing managers have diverse tasks and responsibilities, but they can be considered problem solvers for the marketing department.

Abstract:

This Master’s Thesis explores the different organizational structures of companies depending on their size, the tasks of marketing managers, their data usage, the barriers or frustrations that come along, and potential solutions. Throughout the thesis, in-depth interviews with marketing specialists mentioned in the organizational structures were used for the practical data collection part. The results from the literature review were analyzed and compared to the in-depth interviews. The author realized throughout the interviews that the marketing managers have extremely similar tasks, whether developing a marketing campaign or finding solutions to barriers and frustrations. In other words, the smaller steps toward the end goal are the same. Marketing managers have diverse tasks and responsibilities, but they can be considered problem solvers for the marketing department.

Keywords

Solutions, Marketing Manager, Data Usage, Barriers & Frustrations

Keywords

Marketing Manager, Data Usage, Barriers & Frustrations, Solutions

Language used: English

Date on which the thesis was submitted / produced: 15. 5. 2024

Thesis defence

• Date of defence: 2024
• Supervisor: Miroslav Karlíček
• Reader: Radek Tahal

Vysoká škola ekonomická v Praze

Master programme:
International Management